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Semakin banyak bisnis di Indonesia saat ini yang mengadopsi internet dalam melakukan pemasaran dan penjualan produk. Persaingan antar produk di pasaran mendorong produsen berpromosi melalui iklan online. Online Behavioral Advertising (OBA) adalah praktik menyesuaikan iklan berdasarkan aktivitas online individu seperti mencari kata kunci dan mengunjungi situs web. Tujuan dari penelitian ini adalah untuk mengembangkan model konseptual untuk OBA dan menguji pengaruh kepercayaan konsumen pada penerimaan OBA. Dengan menggunakan data dari 100 responden yang merupakan karyawan PT. Erajaya Swasembada, Tbk Jakarta, hubungan yang dihipotesiskan diuji dengan Structural Equation Modeling . Hasil penelitian menunjukkan bahwa terdapat pengaruh OBA terhadap intention to click OBA melalui mediasi attitude toward OBA . Hasil penelitian juga menunjukkan bahwa perceived informativeness, perceived credibility, perceived personalization, perceived interactivity memiliki pengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Namun perceived entertainment tidak berpengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Menurut hasil penelitian consumer trust memiliki pengaruh terhadap intention to click OBA . Implikasi untuk praktik manajemen dan penelitian selanjutnya juga dibahas dalam penelitian ini. More and more businesses in Indonesia today are adopting the internet in marketing and selling products. Competition between products on the market encourages producers to promote through online advertising. Online Behavioral Advertising (OBA) is the practice of tailoring advertisements based on individual online activities such as searching for keywords and visiting websites. The purpose of this study is to develop a conceptual model for OBA and examine the effect of consumer confidence on OBA acceptance. By using data from 100 respondents who are employees of PT. Erajaya Swasembada, Tbk Jakarta, the hypothesized relationship was tested with Structural Equation Modeling. The results showed that there was an influence of OBA on intention to click OBA through mediating attitude towards OBA. The results also showed that perceived informativeness, perceived credibility, perceived personalization, perceived interactivity had an influence on OBA intention to click through mediating attitude toward OBA. But perceived entertainment does not affect the intention to click OBA through mediating attitude towards OBA. According to the results of consumer trust research has an influence on OBA's intention to click. Implications for future management and research practices are also discussed in this study.

PENGARUH ONLINE BEHAVIOURAL ADVERTISING DAN CONSUMER TRUST PADA SIKAP DAN NIAT KONSUMEN MERESPON ONLINE ADVERTISING